Kroger promotes private label VP
Kroger is promoting one of its own. The company named Gil Phipps, currently vice president of Our Brands, to the role of vice president of branding, marketing and Our Brands, effective Aug. 15.
Phipps joined Kroger in 2012, leading the company’s Our Brands transformation by revamping existing private-label offerings and launching new ones. Kroger said that by elevating recipes and product formulations. Kroger noted that if its Our Brands division were a standalone CPG company, it would be No. 138 on the Fortune 500, adding that its Simple Truth brand was now the largest natural and organic brand in the country. Truth had roughly $2 billion in annual sales, the company said.
“We are fundamentally changing how we market to and engage with our customers, and Gil is the perfect talent — a personality full of creativity, imagination and fun who loves food and new meal experiences—to lead the way,” said Stuart Aitken, Kroger’s group vice president and CEO of 84.51°. “Kroger’s new marketing approach is more engaging, cross-functional, data-driven, and customer-led in support of Restock Kroger. As we redefine the customer experience, we are using compelling marketing communications to create uplifting connections with our shoppers that earn even more of their sales, trust and loyalty.”
Phipp began his career in grocery at Fresh Plus Grocery in Austin, Texas, as store director. He became a brand manager for Guiltless Gourmet, then entered brand marketing through positions at Michael Angelo’s Gourmet Foods and Hormel Foods. He joined H-E-B a brand manager, working his way up to the head of the San Antonio-based retailer’s private-label program.
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